The demise of cookies will spark a resurgence of creative, interactive digital experiences as brands seek ways to engage consumers and obtain data, writes Omelet's Ricardo Diaz, pointing to fun examples from brands including Google, Signal and North Kingdom. "With no more middleman between brand and audience, brands will be forced to do a better job of creating deeper, transparent and authentic relationships," Diaz writes.
Brands resonate with TikTok users if they incorporate music users like into videos, with 68% of users saying they better remember those videos and 58% feeling more connected and are willing to share them, according to a study by TikTok with MRC Data. A separate study conducted with Flamingo found 61% prefer brands that take part in TikTok trends and 56% of users feel more connected to brands they see on the platform, especially those that post "human, unpolished content."
In this interview, Facebook CEO Mark Zuckerberg explains his vision for a decentralized metaverse, describing it as an "embodied internet" that is built by multiple companies. Zuckerberg said the keys to success will be corporate collaboration, "interoperability and portability," defined developer and creator standards and public access.
NBCUniversal is adopting advertising identity solution Ad-ID, which was created jointly by the Association of National Advertisers and the American Association of Advertising Agencies. NBCU began using Ad-ID during its Olympics coverage and ANA CEO Bob Liodice said there are big opportunities "to use Ad-ID for every video and audio advertising asset."
McKinney is touting Little Caesars' Extra Stuffed pizza with a TikTok campaign that features life-size stuffed doll doppelgangers of influencers including Adam Waheed, Brooke Averick, Spencer X and The McFarlands. The push features each TikTok star using their stuffed doppelganger in their videos, and a TikTok introducing the campaign has so far attracted 4.3 million views and more than 78,000 likes.
Building a personal brand can help propel career growth but requires more than "adding 'guru' or 'ninja' to your Twitter handle," writes author and consultant Rob Biesenbach. Look inward to identify a pattern or theme such as being an innovator, organizer or bulldog, then reshape an individual story through online profiles and other tools and create a personal story for different settings, suggests Biesenbach.
Uber is making its Olympic advertising debut with its first brand portfolio campaign, created by Anomaly Los Angeles, which stars Tony Hawk and features a new tagline, "Go get it." An anthem 60-second spot shows people re-embracing life with the help of Uber Rent, Uber X, Uber Green, Lime scooters and Uber Eats.
72andSunny's campaign for Comcast's Xfinity is encouraging people to share their musical takes on the Olympic Games' theme tune using #XfinityFanthem for the chance to have their TikTok featured in a 30-second compilation ad during the closing ceremony. A 60-second spot shows a girl in front of her TV conducting people as they hum, sing or tap to the "Bugler's Dream," and the campaign includes entries from Olympic athletes and others.
Stella Artois is running an Olympic social campaign that gives Twitter the users the chance to win six packs of Stella Artois Solstice Golden Lager every time Team USA wins a gold medal. Fans simply have to retweet the brand's daily post, which reads, "Take Gold, Taste Golden."
IAB Legal Affairs Council's analysis of privacy legislation in 11 countries reveals that two-thirds have legal consumer data privacy protections but at least half don't require affirmative consent for digital advertising. The report also found that Brazil is the only country studied that "require[s] the highly granular purpose specification generally understood to be required for compliance" in the EU's General Data Protection Regulation.
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